Coffee Shop: The Buzzling Fenomena in Town

Nowadays, coffee shops still haven’t show any slow down signs regarding its growth. There are no extremely delicious food, nor exclusive, superb services there. What’s the attractive things about this anyway?

After one and a half months of holiday, I go back to my routine life. A routine life where I should go to the campus for at least 4 times a week, for which most of them are in the morning. To be honest, have a campus in Depok isn’t that bad. Although its extreme weather and its traffic jam can be very torturing, the fact that Depok is now being a city with such growth in modernism, makes that city even more attractive, especially for me, as a big city lover.

I recently cross Margonda Street that’s located in Depok (thank God there was no traffic at that time!), in order to go to a skin care doctor located not far from it. Along the way, I just couldn’t help but notice the newly established stores and restaurants beside the road. Quite a lot, with much varieties of uniqueness stands out from each place. But, for the most part, my attention was directed towards the new coffee shops. Yes, coffee shopS. Not only one, but five. Well, I just didn’t come here for about one and a half months, and there were already five new coffee shops along this street!? Where have I been???

I then wondered. Why people are really attracted of such things, you know, entering the business of coffee shop? So, I then search along the internet about the fenomena of this coffee shop thingy. It then turns out that, not only in Indonesia, but almost in every country (Europe especially) that the coffee shop growth is higly increasing!

Why is this? Is it because the unique decoration that they have? The coffee? The music? Well, almost all reports that I found says that people are now more attracted to this kind of hangout place. You know, a place where you can sit hours and hours, hanging out with your friends, or even just browsing without eating much. Have some coffee time, with a great, chillin’ music.Even more, coffee shop has been proved can spur your creativity level. Walked out of the library or any other quiet zone, and getting into a relatively nosiy environment may trigger the brain to think abstractly, which will lead us to generate more creative ideas. 

Now, the questions will be: Is this also happens to Indonesian people? I mean, do above explanations precisely explaining the coffee shop growth in Indonesia? Or, do Indonesian people love coffee that much untill it can attract many producers to open their newest store everywhere?

So, half of above explanations are true... but, that’s not the main reason, I may say. It turns out that the coffee shop is a booming place in Indonesia, because Indonesian people love to what it’s called “Nongkrong”. And the definition here is: spending time for nothing. Seems a bit pathetic, eh? Admit it, you know it’s true. Haha. Seriously, I heard this from my lecturer who is one of the most famous marketers in Indonesia, for which he explained about why Seven Evelen is very successful in Indonesia, and the same thing also happens to the coffee shop thingy. So yeah, that’s pretty much answering this fenomena, isn’t it?

So, In the end, for the Indonesians, it’s just not about the caffeine. It’s just all about the coffee shop & spending time for..........err, you know what I mean.